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With the rise of social media, "humanizing business” has been a
buzz phrase that represents the ultimate consumer
company goal of creating a sustainable relationship
that endures beyond a single transaction.

Companies that build authentic relationships with their customers
are not only rapidly gaining market share, they’re gobbling up
mind and heart share by putting buyers in control and enabling
them to make better, more appropriate choices.

Many early-stage consumer companies focus on product and lead
with functionality. While this is undeniably important, the
brands investing in building relationships with consumers that
are finding more success in the long- and short-term.

Brand loyalty is the foundation of every successful consumer
business. Large players are actively acquiring early-stage
brands that have figured this out. Consumer startups can learn a
lot from them.

Empowerment. With the advent of the
Internet, consumers have gone from making choices from a limited
pool of big brands to the era of endless alternatives and
abundant information. No longer limited by what is available on
local store shelves, consumers are more selective about want they
want and how they want it.

Finding companies like Madecasse or Bhakti Chai that keep trade fair and help
the communities from which they source ingredients is now
easier than ever. Brand honesty and transparency empower the
consumer to take control of their buying decisions unlike ever
before.

When brands make it easy to acquire information about their
products, it tells consumers they have nothing to hide while
sending the message that they care about the needs and wants of
their customers.

Trust. Truly caring about the consumer is
an important component in building and sustaining an authentic
brand-consumer relationship.

Michelle Higdon, principal and CEO of Solid Gold Pet explains, "Trusting your
pet food brand is important to today’s pet parent. To earn
their trust, you need to be completely transparent every step
of the way from sourcing ingredients to quality control
standards.”

When buyers make purchases, they want to know their decisions are
good for their family and align with personal or charitable
interests. Trust can’t be bought. It must be earned.
Consumers want to understand exactly what they are
buying, and rightly deserve the knowledge they seek.

Loyalty. Brand loyalty can be extremely
difficult to earn when most products have been commoditized
by the Internet. Companies that inspire advocacy amongst
consumers have established a shared and genuine emotional
connection with their customers.

Buyers are yearning for a connection and the companies doing
things right empower people at every turn. Whole Foods not only
sources local products, allowing a consumer to invest directly in
their own community, they also have a timeline for full labeling transparency which will
enable their customers to make more informed decisions about
what they purchase.

Despite clear evidence that consumers want a stronger, more
transparent relationship with the brands they support, the trend
toward consumer empowerment is a very small ripple in an
extremely large pond. Proactive consumer education, accessibility
to product information and brand openness are still rare in the
consumer world.

While there is a growing number of companies, particularly in the
natural and organic space, that have made names for themselves
based on openness and honesty, the recent POM vs. Coca-Cola Supreme Court decision
suggests we still have a very long way to go.

When greater honesty equals greater success, it shouldn’t be
something to fear or avoid. Consumers and buying trends are
speaking volumes about what people want. Help your customer
become the hero of their household. Empower them to make better
choices. They will thank you for it.